ASSESSING CONSUMERS ADOPTION OF SELF SERVICE BANKING IN INDIA: GENDER DIFFERENCES

Rate of adoption of technology based banking services has not been as per expectations of the marketers. Research indicates that individual differences like demographics, gender, age could offer plausible insights into slow rate of adoption of technology based banking services in India. It is within this background that the current study was undertaken to study the effect of gender on TAM (technology acceptance model). To test the proposed hypotheses, a survey was done and data were collected from 314 respondents. The sampling frame was defined as 26 Tier 2 cities of India. The results indicated that there were significant differences across gender in terms of technology discomfort which influenced the perceived usefulness and behavioral intention in terms of attitude to use self service banking decreased. Therefore, marketers need to address the aspect of technology discomfort especially in respect to females.